Chris Koch

AUGUST 7, 2009

To market to these people effectively, you’re going to have to get to know them as being part of multiple, unique segments. Because they have this cross-business visibility, they have the opportunity to become business process experts and use IT to make those processes more efficient and effective.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. I think that’s the right decision—up to a point.

Social Media 100

Social Media Media Allocation Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. I think that’s the right decision—up to a point.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

SEPTEMBER 15, 2014

Most are riven by silo (tribal) warfare, as employees who are all supposed to be working for the same cause – serving the customer – engage in turf battles and subvert one another in an attempt to appear to be the most effective contributors to the company.

De-duplication 100

De-duplication Paid Search Agency Companies Wikipedia 100

Chris Koch

JUNE 25, 2009

The effects on business and marketing are less direct and harder to predict and absorb. Developing a personal presence in social media will bring that line into better focus and make your social media marketing efforts more effective. Social media is a social—not a business—phenomenon. Marketing and business are joined at the hip.

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

JANUARY 22, 2010

Still, we know in our bones that positive word of mouth has a positive effect on sales. The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. But ROI has to be there, right?

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

APRIL 3, 2014

Fantasy league members generally view about seven times more content – text, video, and data – on NFL.com than non-fantasy users. .

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

JANUARY 15, 2010

We couldn’t measure the effectiveness of ads in the old days, but the CEO saw the ads and signed off on them, so that made it okay. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

NOVEMBER 7, 2012

I’m especially fond of the effect it has on my colleagues in SAP marketing: they understand that they no longer need to pitch products to get the attention of customers and prospects. Reinforcing the no-pitch rule.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

SEPTEMBER 18, 2009

This model was popularized by the folks at Twitter (others are also using the model, such as Yammer, which is a social network for use inside large organizations), who realized that technology could be an effective substitute for trust—up to a point. And we don’t mind.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

This model was popularized by the folks at Twitter (others are also using the model, such as Yammer, which is a social network for use inside large organizations), who realized that technology could be an effective substitute for trust—up to a point. And we don’t mind.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

DECEMBER 18, 2009

It is a new and invaluable channel, but it is not effective unless it is integrated with other marketing channels. But social media is by no means a silver bullet.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

OCTOBER 6, 2009

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for alignment between marketing and sales.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 6, 2009

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for alignment between marketing and sales.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

APRIL 30, 2010

We have to think about how mobile can be like the tender shoot that sprouts from the well-established tree if we’re going to be able to compete effectively. And frankly, they are really, really jaded. But first, we need to establish the reason for going mobile. Mobile doesn’t magically make static content exciting.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

JANUARY 28, 2011

I don’t want to assert cause and effect here, just pointing out the change. Right around that time, Forrester announced that it was ending the cross-posting experiment—no more personal blogs for its analysts. Any blogging would now be done from behind the firewall. Co-branding the individual and the company.

Personalization 100

Personalization Forrester Brand Identity Branding 100

Chris Koch

JUNE 18, 2014

But a much-uglier computer had the same effect when it imploded while exploring some of the deepest ocean trenches known to man. Move like animals.

Organization 100

Organization Spyware Domain Opinions 100

Chris Koch

DECEMBER 28, 2010

Marketing is most effective at this stage, when buyers want nothing to do with salespeople. What they don’t realize is that buyers have removed salespeople from the earliest stages of the buying process by doing their own research with colleagues, peers, on the web, and in social media.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

JULY 29, 2011

The trouble started when the McKinsey Quarterly published an article in early June entitled How US health care reform will affect employee benefits, based on a survey the firm did about what will happen to employer-sponsored health care insurance coverage when the President’s health care law goes into effect in 2014.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100